Are Digital Billboards Worth It? A Local’s Guide to Smart Advertising in Au

If you’ve driven through any major city in Australia lately—Sydney, Melbourne, Brisbane—you’ve likely seen them lighting up the skyline. Big, bright, and hard to miss, digital billboards are popping up everywhere. But as a local business owner or marketing manager, you might be wondering: Are they actually worth the money?

Let’s take a closer look at what makes these flashy signs so popular—and whether they’re the right fit for your advertising strategy.

What Are Digital Billboards, Really?

Think of digital billboards as the modern version of those old-school roadside signs. But instead of one static image, these billboards display rotating messages, videos, or animations that can change throughout the day. They’re designed to grab attention and get your message across quickly—even if someone’s just driving by.

Unlike traditional billboards that stay the same for weeks or months, digital billboards give you the flexibility to change your ad instantly. That means you can promote a weekend sale today, switch to a product launch tomorrow, and showcase customer testimonials next week—all on the same space.

Why So Many Aussie Businesses Are Turning to Digital

Across Australia, more businesses—from local cafés to national retailers—are shifting toward digital billboard advertising. Here’s why:

1. They’re Attention-Grabbers

People are visual by nature, and movement or bright colours catch our eyes. Digital billboards use both, making them much harder to ignore than standard signs. In a world full of distractions, that visibility counts for a lot.

2. You Can Update Ads Instantly

Running a last-minute promotion? Need to tweak your message? With digital, there’s no need to print or install anything physically. Your ad can go live (or change) within minutes. This kind of flexibility helps businesses stay timely and relevant.

3. Great for Local Targeting

Whether you’re promoting an event in Melbourne or opening a new store in Adelaide, digital billboards help you speak directly to local audiences. You can even run ads at specific times of day—like showing lunch deals to hungry drivers around noon.

4. They’re Eco-Friendlier Than You Think

Because they don’t rely on paper or ink, digital billboards reduce waste. And since the ads are uploaded electronically, there’s no fuel involved in swapping them out. That’s a small but meaningful step toward greener advertising.

How Much Do They Cost in Australia?

One of the biggest questions for any business is cost. While digital billboards tend to be more expensive than traditional ones, the value they deliver can make them a smart investment.

Pricing varies depending on:

Location (City centre billboards cost more than suburban ones)
Size and format
Duration and frequency of your ad
Time of day (Peak hours may cost more)

For example, a digital billboard ad in the heart of Sydney may cost more than one in a quieter regional area. But you’re also paying for visibility—and potentially a bigger return.

If you're a small business, don't worry—many billboard providers offer flexible packages. You can book short-term slots or share screen time with other advertisers, making it more affordable.

Do Digital Billboards Actually Work?

Let’s cut to the chase. Do digital billboards actually lead to more sales, more foot traffic, or better brand recognition? The answer is: often, yes—but it depends on how you use them.

Here’s what they can do well:

Create buzz: A bright, bold ad can stick in someone’s mind long after they’ve passed it.
Raise awareness: Even if someone doesn’t buy right away, they’ll remember your brand.
Reinforce campaigns: Pair your billboard with other channels—like social media or local events—and you’ll see stronger results.

However, like all marketing tools, they’re not magic. You still need a strong message, great timing, and a bit of creativity.

Local Success Stories: What’s Working

Across Australia, businesses are using digital billboards in clever ways:

Real estate agents advertise new listings in real-time, changing ads as homes are sold.
Gyms and fitness centres promote limited-time offers during January when resolutions are top of mind.
Cafés and takeaways display lunch deals during peak hours, targeting nearby workers.

The key? Understanding your local audience and speaking directly to them with clear, punchy messaging.

Things to Keep in Mind Before You Invest

Before you jump into the world of digital billboards, here are a few helpful tips:

1. Know Your Goal

Do you want more foot traffic? Brand awareness? Event attendees? Having a clear goal helps shape your message.

2. Keep It Simple

Drivers and pedestrians don’t have time to read long messages. Stick to a few bold words, an eye-catching image, and a clear call-to-action.

3. Think Location First

Where your billboard is matters just as much as what’s on it. Make sure it’s near your target audience.

4. Use It as Part of a Bigger Plan

Digital billboards work best when they’re part of a bigger campaign. Tie them in with online ads, flyers, or in-store promotions to really make an impact.

Final Verdict: Are Digital Billboards Worth It?

In short, yes—digital billboards can absolutely be worth the investment, especially when you use them smartly. They’re flexible, eye-catching, and great for local engagement. Whether you’re launching a product, running a seasonal sale, or just trying to stand out from the crowd, they offer a modern way to grab attention in a busy world.

That said, they’re not a one-size-fits-all solution. Think about your goals, your audience, and your budget. If everything lines up, a digital billboard could be the missing piece in your marketing puzzle.

And if you're looking for a trusted partner to help you get started with digital billboard advertising in Australia, Running Board offers flexible, eye-catching mobile formats that bring your message directly to the people who matter most.